KYC, onboarding, pricing, marketing, lead routing. Different industries, workflows, and teams, and the same pattern: a goal that crosses more than one owner, each with their own priorities. Lead routing is a worked example. The others show the kind of decision each one leads to.
A worked example
Lead routing
What leaders say: we need a better way to route leads.
What we found: each team defined the customer differently, no one had mapped the seller’s full lifecycle, the handoff after a lead was still manual, and a new vendor could not connect to the existing systems.
The decision: keep the leads system already built, add an orchestrator to connect it, and retire the vendor the orchestrator made redundant.
KYC (know your customer)
What leaders say: compliance asks our customers for the same information again and again.
What we look at: who owns each check, which systems hold the same customer data, and where information is collected more than once.
The decision: which checks to keep, which to consolidate, and which system becomes the single source of customer data.
Onboarding
What leaders say: customers sign, then wait weeks to see value.
What we look at: where work moves between sales, operations, and technology, and who owns the experience from signature to first use.
The decision: who owns the journey end to end, and which handoffs to remove, automate, or keep.
Pricing
What leaders say: every deal needs an exception.
What we look at: who sets pricing, where the rules live, and whether sales, finance, and product work from the same ones.
The decision: which pricing rules to keep, which exceptions to stop, and whether the tools you already have can enforce them.
Marketing
What leaders say: we generate leads, but sales doesn’t follow up.
What we look at: how marketing, sales, and data teams define a qualified lead, and where it drops between the campaign and the conversation.
The decision: what counts as a qualified lead, and who owns it from the campaign to the first sales conversation.